Mid-Atlantic Marketing Summit 2016 – CMO Roundtable Recap

22 Apr Mid-Atlantic Marketing Summit 2016 – CMO Roundtable Recap

We’re coming to you semi-live today from the 2016 Mid-Atlantic Marketing Summit (MAMS). Now in its fifth year, the annual summit has become the “must-attend” annual marketing event for the DC region and beyond.

MAMS brings together more than 400 CMOs, senior marketers, agency professionals and technology executives from the greater Washington, D.C. area (and beyond). The event features dozens of case studies, keynotes, presentations and networking breaks on the most important issues facing marketers in 2016-2017.

Today we’ll be blogging several of the sessions and you can follow along here on The Sounding Board. You can also follow on Twitter from both the official handle (@mamsummit) and hashtag (#mamsummit) if you want real-time insights.

The first session of the day is a CMO Roundtable: The Big Picture for 2016. Our panelists include Shana Glenzer, CMO, Make Offices; Michael Lees, CMO, MetaLogix; and Trevor Lynn, CMO, Social Tables.

CMO Roundtable Panelists

Paul Sherman of Potomac Tech Wire moderated and started the session by asking the panelists three quick questions – what their marketing priorities are for the year, what’s keeping them up at night and what’s the most overhyped marketing thing these days?

Shana, who has only been in her position for about three months, jumped right in with what’s keeping her up at night. The answer? The need for better data to understand who Make Offices’ members are. As she looks at the rest of this year, she is busy developing a replicable model so when they launch space in new cities they have a plan to know how much they are spending to acquire members, how the markets differ and how they should be talking to customers. Shana also mentioned that brand awareness is low, so improving on that is a priority. For example – did you know that Make Offices is the new name for Uber Offices? If not, you’re not alone.

For Mike Lees, who joined Metalogix a few short months ago, he’s busy cleaning up Salesforce and reestablishing a relationship between sales and marketing that has historically seen a fair amount of friction. Seems like a good fit for Mike who admits he likes building and fixing things. He also mentioned that while Metalogix isn’t short on leads, the challenge is what they do with those leads once they get them in the door.

Like, Mike, Trevor is not having any trouble generating leads for Social Tables but is working on how to score and prioritize those leads. He’s found Infer to be a great tool to assist with this process.

When discussing what marketing tactics are the most overhyped, all three panelists settled on two areas – content and social media. However, all admit that while overhyped, they do still have their place if executed correctly.

Regarding content, Trevor and Mike both felt that what works best is not just content for content’s sake but rather a well-thought out and well-executed content campaign. Most content that is created currently is oriented for the top of the funnel content – it brings people into the funnel but there needs to be a strategy to use content to move people through the funnel. Well-orchestrated and focused content campaigns tend to work a lot better than a daily deluge of blog posts that don’t provide a ton of value.

As for social media, the panelists felt that you can’t discount the need to be on it and engage but it should not be where you are spending the majority of your time. While you need to think about where your buyer is hanging out social is just one place and one of our panelists even cautioned that there is no good indication that it’s driving people to come back to them in a way that gets them engaged. The takeaway? That it’s time to get back to the basics a bit and not focus so much time on social.

Our panelists also engaged in a rapid-fire discussion and I’ve summarized the answers below.

  • Marketing tools you use regularly: Salesforce (though it’s really a love/hate relationship), Marketo, Pardo, Triblio and Snip.ly.
  • Facebook: Some use, some don’t but nobody relies on it heavily for marketing.
  • Account-based marketing: Pay attention to this. This was mentioned several times and could very well be the future of marketing.
  • SEO: Very important but it won’t show results immediately, you have to nurture it and if possible outsource it.
  • Email marketing: This is the bread and butter of many marketing campaigns. Email is not dead.
  • LinkedIn: E-books and content work well on LinkedIn and you can get quality leads through that platform. Caveat: content needs to be bottom of the funnel content.
  • Snapchat and Instagram: Overhyped. Social Tables uses it for employee brand and hiring but otherwise nobody is using it as part of their marketing strategy.
  • Video: Yes, but people tend to over index on it. Good quality short videos (60-90 seconds) can enhance content and emails.

Are you at the Mid-Atlantic Marketing Summit today? Share your thoughts with us below!

Jennifer Edgerly
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